Companies that think in terms of a ‘product ecosystem’ will trounce rivals that come to the market with a more myopic view of success, says Francois Nguyen, principal designer at Frog, a global product strategy and design firm that has become internationally recognised for its innovation.

What makes a product great? Iconic? Whatever the quality, the decision is made, neither by the team that created it nor the marketer who sold it, but by the people who use it. So that is where we start when we design a new product – with people. And that design must be more than skin deep.